Many fans believe basketball greatness in China is a pipe dream. That there are too many barriers.
And no one’s out there proving them wrong. Proving a Chinese basketball player can be a great one.
Yao Ming’s retirement left a void in Chinese basketball that needs to be filled.
Making it pro in China typically requires being selected at a young age and going through
a government-run system. Which is discouraging for athletes who dream of making it pro.
But a few players on the national team created their own paths —
becoming proof that there’s more than one way.
We plastered their stories in major cities across China, along with a giant “BE THE PROOF” behind them.
Role: Creative Director
Partners: Matt Meszaros (CW) Josh King (AD)
Director: The Malloy Brothers